2008 LGE SuStainabiLity REpoRt

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RAISING CUSTOMER VALUE

Electronics is providing products that consumers want, offering safer products with different-iated services, while also protecting customer information. Based on the principle of creating even greater value for customers, LG

related teams and divisions

raisinG custoMEr VaLuE | Consumer insight Management

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Consumer Insight Management

Consumer insight helps identify hidden meanings in consumer feedback, such as discovering latent consumer needs or value that they themselves might not be aware of and applying this information to our products. LG Electronics is making every effort to explore consumer insight and to reflect it in product development and marketing, thereby increasing consumer value.

a consuMEr insiGht succEss

NIGERIAN TVNigerian TV was developed by LG Electronics Africa Logistic FZE (LGEAF) to support the onscreen display (OSD) of the countrys three major languages (Ibo, Yoruba, and Hausa). Released in May 2008, Nigerian TV sparked an explosive response from local consumers by improving on previous TVs, which until then had only supported English text. Other features, such as the CRT TV rotating stand (especially useful for larger families) and higher volume range for loud surroundings, were also included to reflect the unique conditions of the local environment based on newly identified consumer insights. LG Electronics has positioned itself as the runaway market leader in Nigeriaover 50% of market share in big ticket items such as air conditioners, refrigerators, and TVsthanks to active marketing efforts that truly reflect consumer insights.

ConsumerInsightSurveyUsingEyeTracker

Establishment of Educational Programs and Infrastructure to Strengthen Marketing Capabilities

2008 LGE SuStainabiLity REpoRt

Product Safety

LG Electronics places the utmost priority on consumer safety. From the design stage to a products usage and disposal, LGE continuously looks for ways in which to improve product safety to prevent any risk to a consumers health or property caused by a faulty product. In addition, it is continuing to improve process management and quality so that consumers can feel more safe with product made by LG Electronics.

CTO, 2008 UL LEADER IN WORLD SAFETY

Last December, President and Chief Technology Officer (CTO) Woo Hyun Paik was recognized as 2008s Leader in World Safety by one of the most prestigious safety standard agencies in North America, Underwriters Laboratories (UL). LG Electronics continues to spearhead consumer protection efforts by promoting product safety.

2008 LGE SuStainabiLity REpoRt

Customer Satisfaction

Through an analysis of customer expectations as they relate to service, LG Electronics is always keeping up with which service items customers want most, as it continues to provide the best service possible.

HOME ENERGY DOCTOR SERVICE

Electronic equipment consumes standby electricity when it remains plugged in whether in use or not. This wasted standby power can add up to as much as 11% of ones monthly electricity bill. LGEs Home Energy Doctor Service teaches consumers methods on how best to save energy at home. In 2008, LG Electronics entrusted service engineers as Home Energy Doctors. Since then they have been at the forefront of efforts to save standby energy along with the Korea Energy Management Corporation (KEMCO). Their main activities include promoting 32 methods to save energy in 13 kinds of home electronics and distributing brochures. These energy-saving measures are easy to put into practice in everyday life. Three examples include regularly cleaning air conditioner filters, decreasing the brightness of your TV screen by 30 percent, and adjusting the suction power of your vacuum cleaner depending on how dirty a room is.

I always think positively, and never give up until I find a solution to the problem and can complete the repair. This habit gave me todays honor, I believe. As I have done so far, I will continue to work together with my colleagues, give them technical support, and grow together.

2008 LGE SuStainabiLity REpoRt

Communication with Customers

LG Electronics has a variety of channels to communicate with customers, through which we are able to listen to what they have to say and deliver this to the relevant departments as quickly as possible. As such, LGE can reflect each customers unique voice to improve our products, marketing, and service.

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LG Electronics complies with all relevant laws and regulations concerning privacy to protect the personal information of customers. We also take several preventative measures against the illegal leaking of personal information and improve the reliability of customer privacy protection on an ongoing basis.

information processing systems (websites, application

(cipherization of customer information, access control)

measures to protect privacy

[LG ELEctronics PrinciPLEs of PriVacy ProtEction]

1) collection Limitation personal information should be collected in a fair and legal way. no one is allowed to collect personal information for any other purpose than those purposes which have been approved in advance so that the company can better provide service to the customer. 2) data quality Principle no more personal information than is absolutely necessary must be collected, and everything possible should be done to keep the information accurate and current. 3) Purpose specification personal information collected should have a specific purpose(s) and should be limited to serve that purpose(s). 4) use Limitation personal data should not be disclosed, made available or otherwise used for purposes except : with the consent of the data subject or by the authority of law. 5) security safeguards personal information should be provided in a systematic way and with reasonable protection against such risks as illegal approach, destruction, use, modification, or release. 6) openness open policies relating to a customers personal information protection should be established and the directions to process personal information should be created and relayed to the information providers. 7) individual Participation information providers should be guaranteed the right to withdraw their agreement, to require to see/provide/correct, to deny requests to see/correct/ delete information, and be given the right to a legal representative about the information they have provided. the company should also respond immediately to the information providers request with the appropriate measures and publish or inform the information provider of the results. 8) accountability the company should take every measure necessary to safeguard the security of personal information, ensuring that the principles and responsibilities of personal information protection are observed.